Business leaders ignore LinkedIn at their peril – here’s why

Your business network is now online

During the Covid pandemic, we saw a step change in how many of us do business. While we were forced to work and do our business networking online, LinkedIn saw something of a boost. And that growth shows no signs of slowing down. The platform has become a powerhouse for professional and business networking. With over 1 billion users globally, and 42.9 million UK members, it is no longer simply a platform for job seekers; it has become an essential tool for business leaders to establish their positions as industry experts, drive their companies forward and exert significant influence in their respective fields.

However, many in B2B tech still underestimate its potential, viewing LinkedIn merely as a digital CV—a recruiter’s dream. This misconception could not be further from the truth. However, to truly make the most of LinkedIn’s business growth opportunities and maximise its influence-building capabilities, you must understand how to use it effectively.

Unleash the power of personal branding

At the heart of LinkedIn’s value proposition is the ability to craft and promote a strong personal brand, which in turn builds influence. A senior executive’s LinkedIn profile is more than just a list of job titles, it should contain a narrative that showcases your leadership journey, expertise and vision. It’s also the foundation of your influence on the platform.

The first step is to optimise your profile so that when people see a post by you and decide they want to find out more, they don’t find a blank, soulless page. At the most basic level you need to use a professional headshot and create an engaging headline [this is the text that shows up underneath your headshot]. You need to use your headline to capture your professional mission and to speak directly to your target audience or ideal customers. Influential leaders are those who can clearly communicate their value and vision. Your headline follows you everywhere on LinkedIn, people see it when you post and when you comment – so you want to make sure it speaks to your target personas.

But a great profile is just the beginning. To build your influence on LinkedIn, you need to be active and engaged and regularly share thought leadership content that demonstrates your industry knowledge. This could be in the form of short posts, longer articles using LinkedIn’s publishing feature, or video content. Anecdotally, people are finding that video is opening doors to lead generation because people feel they get to know ‘the real you’ you cannot hide behind a screen in the way you can with other content.

Don’t pitch slap! Expand your sphere of influence

While LinkedIn provides unparalleled networking opportunities, it is crucial to approach connections strategically. The platform has gained a reputation for the ‘pitch slap’—where new connections immediately launch into a sales pitch as soon as their invitation to connect is accepted. Not only is this approach ineffectual, but most people also find this approach crass and lacking in finesse, sending the relationship straight off course before it’s even started. If you do this, you risk your new connection disconnecting from you, terminating the opportunity, or worse – blocking you all together.

Instead, focus on cultivating meaningful relationships that expand your sphere of influence. When you connect with someone in your target audience or someone who fits your ideal client profile, make sure any message you send to them feels open, professional and polite. Engage with their content, offer insights and look for ways to provide value before seeking any business outcomes. Remember, LinkedIn is about building a network of influence, not just a list of potential clients.

The leadership advantage

A well-crafted LinkedIn presence, coupled with strategic influence-building, can yield significant benefits for business leaders.

Here are a few of the opportunities:

Enhanced personal and company brand: As you build your reputation and influence on LinkedIn, both your personal brand and your company’s brand will benefit.

Talent attraction: A strong LinkedIn presence and influential status can help attract top talent to your organisation because they decide they want to work with you after seeing your posts on LinkedIn.

New business opportunities: By showcasing your expertise, engaging with your network and expanding your influence, you can open doors to new partnerships and business opportunities.

As well as this, as your influence grows, you’ll have the power to shape industry conversations, trends and potentially even policy.

LinkedIn’s importance cannot be overstated when it comes to building your reputation as a business leader. By investing time and effort into your LinkedIn presence you’re creating a powerful platform for professional growth, business development and industry leadership.